SELECTION OF AN IDEA

Muhammad Jamshed Iqbal 190717

Zahid Abbas 190721
Furqan kazmi 190755
Jazib Ali 190681
Marketing Final Project
 SELECTION OF AN IDEA

Table of Contents
Introduction:....................................................................................................................................2
Company name:...............................................................................................................................2
Process of making:...........................................................................................................................2
Working:..........................................................................................................................................3
Mission:...........................................................................................................................................3
Vision:..............................................................................................................................................3
Segmentation:..................................................................................................................................3
Statistics in Pakistan:.......................................................................................................................4
Segmentation selected:....................................................................................................................4
Results of interviews:......................................................................................................................5
Survey of psychiatrist:.....................................................................................................................5
Marketing Mix:................................................................................................................................6
Product:........................................................................................................................................6
Working principle:.......................................................................................................................6
Place:............................................................................................................................................7
Price:............................................................................................................................................7
Promotions:..................................................................................................................................7
Cost of the product:.........................................................................................................................9
Android/IOS app:-.......................................................................................................................9
Features and functionality:..........................................................................................................9
Graphics and visual designing:..................................................................................................10
App manufacturing labor cost:..................................................................................................10
Cost of hiring experts team:.......................................................................................................10
Cost of hiring computer and software engineer:........................................................................10
App Maintenance cost:..............................................................................................................10
Cost of hiring a PR agency for marketing and Advertisement:.................................................10
Financial Statements:.....................................................................................................................10
First year financial statement:....................................................................................................10
Second year financial statement:...............................................................................................11
Third year financial statement:..................................................................................................12

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Introduction:
No worries is an app that can help people to communicate and talk out their problem with a
psychiatrist anonymously in order to solve their problem that they cannot share with others.
1. This app is an essential app that can help many people solve their psychological problems
by talking privately with a psychiatrist.
2. The apps major feature will include talking to a psychiatrist without physically meeting
them. Moreover, sharing your problem safely without letting a third party get this
conversation.
3. This app can easily acquire the market as it targets the elite, upper class and middle class
peoples. Nowadays people are continuously suffering from depression and other
psychological problems and they are too busy to find some time to go seek some help.
This app will be able to give you the comfort of time as you can easily confront with any
psychiatrist in the desired time.

Company name:
This app is constructed under free lancing with the help of a programmer and a software engineer
privately hired for the making of this app with some other people as well. No such company will
be held the owner of this app in the production but later through sponsorship or partnership the
app can have a company’s background.

Process of making:
It is simply a communication app with some security and relation. It requires the need of
software engineer and a programmer and some other experts in order to design it. After the
designing the app will be brought to working condition as soon as we promote some of the
psychiatrists and hire them to talk with the customer and help them find the solution to their
problem. The fees system will be also be looked after, after the agreeableness with the
psychiatrists. Furthermore, the developer must keep an eye out for any scam, glitch, bug,
problem in the app and must respond as soon as possible.

Working:
The working is simple and everyone will be able to get a hold of this app easily. The app will
come with a preloaded tutorial available for everyone. From the start, you will be provided the
pictures with descriptions of psychiatrist and the time that they are available at. Then the user
will have to select any psychiatrist and proceed with the payment. After the payment which can
be done either through bank transaction or through jazz cash, easy paisa, the customer will then
be connected with the psychiatrist where he will have an option on whether if he wants to contact
him through only voice call or video. The app also provides a private server so that even with the
lag in the internet won’t cause any problem with the conversation. The customer will be linked
with psychiatrist and the session will continue for as long as the customer desires (fees will be
based on the time and the customer will be asked again whether if he wants to increase the time

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limit when the session is about to expire). After the session the customer will be asked if he
wants another session some other time, if so he can also make take an appointment. He will also
be asked to rate the psychiatrist on the basis of 5 stars. And that will be all be included in the
working procedure of the app.

Mission:
The mission of the app will be to provide mental health to its customers and all other who wish
to live life without worries by sharing their problems with someone who can understand them
and tell them and finds a solution for their problem. Even though some of us are bound by time.
This app can help them with the luxury time and place and communicate with a psychiatrist. As
it is accessible from anywhere anytime.

Vision:
The vision of this app is to provide the comfort of time to its user and provides mental happiness.
A depressed person cannot live happily and if he is not happy he cannot perform well. Moreover
the depression and anxiety have a great effect on a person’s performance. We ought to give
maximum mental health and a depression free life. Which is more than enough for working
peoples.

Segmentation:
As we know people around the globe are dealing with mental problems in their life. There are
several reasons for these problems i.e. financial problems, family problems, anxiety and
depression etc. People also do not want to discuss it with others which in return harm their health
and as well as daily life. By introduction of this application people will be able to discuss their
problems with the professional psychiatrist and get their issues resolved and go back to their
happy and prosperous life.
Segment which will be included for utilizing this app will be the people from middle class
to upper class, and elite class, those people which have access to android and IOS mobiles and
have access to play store and apple store. Only they have to download it from play store and
apple store and it will be in the working condition.

Statistics in Pakistan:
Almost 30% peoples in Pakistan belongs to middle class family, 16.8% people are from elite and
upper class families. Our main target will be middle, upper class and elite class people.
A survey also shows that people with percentage of 29.93% are facing depression and needs a
psychiatrist and it is increasing with 1.5% every year which is alarming because people avoids to
go to psychiatrist because of several reason because they consider it as unwell. Only 2 % people
in PAKISTAN are willing to see doctors because for them it’s a shame to visit a doctor.

 Geographic’s

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On the basis of geographic segment, we have to look people living in urban and rural
areas of Pakistan. When we look at percentage, 63.33 % people in village and 36.77 %
are living in cities. But out of which people with middle class upper class are more in
percentage in cities. So, our main focus will be on people living in cities because there
are more people in cities with android mobiles.
Moreover, people in villages have less mental issues. Also they are unaware about
using android phones. So, they have less need of app.

 Demographics
We will target people ranging from age 20 to age 54 i.e. graduating students and people
going to work. Because they are educated, have android phones, dealing with life issue in
their respective fields.
Age demographics of people shows that there are 57% people in Pakistan which have age
from 20 to 54 both male and female.
As people which are facing mental issue have highest percentage ranging from age of 20
to 54. 21.45% people are of age 20 to 54%.
So we will target these people.
 Behavioral
On the basis of, lifestyle consumption and usage we will not device a segment for an
application which will be available on phone. Because people only use it when they are
facing a problem related to mental health. Moreover, it is not useful type of segmentation
for application. Because we have no data available in past that we can use to research for
consumption. Only we have the percentage of middle upper and elite class people. So, we
cannot divide our segment with this data.
 Psychographics
This segmentation also have the same problem as we are facing in behavioral
segmentation that is lack of data.

Segmentation selected:
We will go with demographics and geographic segmentation. Because these segmentation will
give us more information while selecting our segment. Between these two we will preferred
behavioral segmentation.
Reasons for selecting:
 We have percentage of people using mobile with android and IOs.
 We have percentage of middle elite and upper class.
 We can distinguish among our segment easily.
 We have information which is necessary to target our segment.
 We have exact stats by which we have clarity of our segment.

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Results of interviews:
We have decided that, between four of us Zahid (me) and Jamshed will conduct interview so we
decided to target the students. Because in the situation, we students currently are definitely
facing depression because things are not going in our favor.
So, we go to meet our friends which are not studying in our university. But in other universities
of Islamabad and nearby area. Their names are Mahad Zahid, Abdul Qadir, Omar and Anas.
 Mahad Zahid age 21, student of university of Wah (upper class living in Rawalpindi)
 Omar age 20, student of Urdu university (middle class living in Rawalpindi)
 Abdul Qadir age 19, student of APSS (elite class living in Rawalpindi)
 Anas age 20, student of UET Taxila (upper class living in Islamabad)
We meet all of them, and asked them that what their thoughts about the depression and other
mental health. They replied that these are part of life sometime a person can deal with it. But
sometimes he/she needs treatment.
Then we asked them, what if they have to visit a psychiatrist? What will they do? You will go or
not? All of them said a big “NO”. They also have the same typical answer “what will people say,
they will consider us as psycho”.
Then we have asked them if people do not know about it, even your parents don’t have
information about your treatment. Then will you go to visit a psychiatrist? They said “why not”
but were surprised and asked “how”.
Then I have told them about the psychiatrist application.

Survey of psychiatrist:
I have discuss my idea with my cousin, I don’t want to mention her name. She was very amused
and said in this way we are able to attend more patient and will earn more. So, her response was
very good. Then we have asked her to discuss the idea with her colleagues and tell us their
comments. 7 out of 10 psychiatrist were impressed with the idea.

Marketing Mix:
The term marketing mix refers to the set of action which are used by a company
to promote its product or brand in the market. The 4 p’s of marketing mix are
product, place, price and promotion.

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Product:
We have named our app as “No Worries” because we have designed this app
specially for those who feels depression and stress all the time and also don’t want
to see any psychiatrist.

Working principle:
The working principle of this app is as follow:

 Download the app from the Play Store or from App Store.
 Open the app and create an account.
 Then start searching for the Dr. which you want to see.

Place:
We will launch our application on both google play store and apple app store from
there users can easily find our app by simply searching the name of our app.

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Price:
We are going to launch our app, which will be available free of cost on play store
and App store for everyone because our mission is to increase our users in the
beginning.

Promotions:
The promotion of any product or brand is necessary in marketing. It is the
marketing strategy in which you promote your product or brand just because the
more the number of people aware of your product more they use it. It is required
for the success of any business in long term.

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As our product is an App so we are going to promote this app on social media

 Facebook
 Instagram
 Bloggers
 Youtube
 Bill boards
We are giving some portion of budget to PR company that will deal all of our
promotion work. They will advertise for us on facebook, Instagram and all other
social media applications.

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Cost of the product:

The individual cost of all parts of the app (data base app)

Android/IOS app:-
 Budged margin:

In Pakistan, expense of building a basic app can cost from Rs 750,000/- to Rs 1000,000/-

 Cost to develop app:

1. Starting budget = 750,000 Rs
2. Google play store account fees = 25 $ (one time setup cost)
3. Content management budget = 225,000 Rs (starting Budget)
4. Time to create an app = 700 to 1000 hours
 Further cost include:
1. Features and functionality
2. Customization of visual designs
3. Platform
4. Infrastructure and add administration
5. Locations and structure of dev. Team
6. App maintenance cost.

Features and functionality:

 Login
 File Uploading

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 Profile features
 Contact
 Basic admin panel

Total cost = 95,000 Rs

Graphics and visual designing:

Total cost = 45,000 Rs

App manufacturing labor cost:

Cost of hiring experts team:
Cost of hiring computer and software engineer:
Total Cost = 250,000 Rs

App Maintenance cost:

(Maintenance per month)
Total cost = 20,000 Rs

Cost of hiring a PR agency for marketing and Advertisement:

Total cost = 350,000 Rs to 500,000 Rs

 Here advertisement includes T.V. commercials, social media ads.

 Hiring social media influencers to promote this healthy and reliable app
 Approaching actors and the influencing accounts for promoting and sharing.

Financial Statements:
First year financial statement:
We are charging Rs 1500 per appointment. In startup we will be at loss as for instance we will be
dealing 75 patients per month then following will be the service revenue.

Revenue:

Service revenue 1,350,000 R.s

Expenses:

Dr. wages (50k x 3 Dr. monthly) 1,800,000 Rs

Advertising Expense 350,000 Rs

App Expense (at the time of startup) 140,000 Rs

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App dev. Labor cost 250,000 Rs

Maintenance cost 20,000 Rs

Total expense 2,560,000

Net income/loss (2,560,000 R.s – 1,350,000 R.s)

Loss 1,210,000 R.s

…………………………………………………………………………………………………

Only during startup year as maximum cost was for developing the software app and
advertising cost so we have to bear the expense in start. As we have to pay Dr.as well. After first
year our contract with Dr. will end and our new policy will start in that policy we will allow
every psychiatrist to join us with 80/20 % ratio. We will deduct our 20% charges from patient fee
and remaining 80% will goes in Dr. pocket.

Second year financial statement:

Now we will charge R.s 1700 per appointment. During second year number of patients will rise
from 75 to 150 patients per month then following will be the service revenue. All the Dr. wages
will be deal according to the new policy.

Total Revenue:

20% 0f amount 3,060,000 will be 612,000 R.s

Service revenue 612,000 R.s

Expenses:

Advertising Expense 250,000 R.s

Maintenance cost 25,000 R.s

Total expense 275,000 R.s

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Net income/loss (Total Revenue – Total Expense)

(612,000 – 275,000)

Profit: 337,000

………………………………………………………………………………………………………

At the end of 2nd year we will start earning our profit and we hope we will increase this profit in
the upcoming years.

Third year financial statement:

in 3rd year by seeing our progress the patients start relying on us that’s why the patients will
increase to 250 per month. The fee will remain same during third year.

Total Revenue:

Service revenue 5,100,000 R.s

Expenses:

Advertising Expense 150,000 R.s

Maintenance cost 45,000 R.s

Total expense: 195,000

Net profit/loss: 4,905,000

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………………………………………………………………………………………………………

At the end of third year our profit will increase by a big margin as compare to the first two years
but out maintenance cost raised a bit because we have to maintain our app in a better way in
order to increase our users and profit both.

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